Birds Eye / Iglo

Birds Eye / Iglo

Brand positioning & communication brief development

Frozen food was seen in the UK as poor quality compared to ‘fresh’ food, a perception which was really holding the brand back.

We used Adcepts to explore multiple ways of how best to fundamentally change people’s perceptions, to get them to see Birds Eye as quality, natural food whose goodness is naturally preserved. This resulted in a precise communication brief, producing a major shift in advertising.



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